What is an insight?
An insight is a critical piece of understanding derived from data or a lived experience that reveals a trend, need, or opportunity.
What is an insight not?
An insight is not raw data, an isolated observation or basic feedback. An insight goes beyond surface-level information and requires careful analysis and interpretation to uncover deeper meaning (the “hidden truth”) and actionable implications.
Why are insights important?
Insights are grounded in needs and desires and have the potential to generate ideas that bring value to people’s lives. In the context of Medical Affairs, insights are vital because they guide decision-making, helping align clinical and other strategies with real-world needs. They enable pharmaceutical companies to better understand patient and healthcare provider perspectives, anticipate market shifts and ultimately drive more effective and targeted interventions, improving both product success and patient care.